Urban areas hardest hit while rural sector holds steady as FMCG growth slows

FMCG sales growth has slowed down in both urban and rural areas despite price cuts. Factors such as heat waves, election-related restrictions, and reduced cash-buying have impacted demand. Analysts foresee a potential rural-led recovery in the second half of FY25, with expectations of muted value growth and potential volume growth for staple companies.